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WATCH: Jollibee’s Christmas ad shines on the ‘gift of family’ amid pandemic

Shaina Teope - November 24, 2020

Manila, Philippines – The Philippine headquarters of the now global fast-food brand Jollibee has released its Christmas ad in the country, which puts to the spotlight one of the few silver linings the pandemic has brought – more time with family.

The ad is one straight out of the “new normal,” where in the first few seconds of the ad, people walking in the streets with face shields on are seen.

The ad was made with no special fuss, but hits home – people have definitely been plagued by the massive lifestyle changes amid the pandemic, but on the other hand, it has also unexpectedly brought a positive effect, such as closer ties with the family.

Such sentiment is represented by the inner thoughts of a child, who looks out the window, longing to go back outside and play in the playground. Then the mellow beginning quickly changes into a happy and grateful disposition.

From the bothered musings of the child “Hangang kailan kaya ganito…” (Until when will this continue) that are delivered as a lyrcial song, the child breaks into a smile and an upbeat tune, now enumerating, still through a song, the good side of it all: the home standing in as the boy’s playground, creating bonding moments with his parents, grandparents, and siblings.

So where does Jollibee appear? In the ad, Jollibee’s signature food items – such as Chickenjoy and Jolly Spaghetti – are displayed as the anchor for the characters’ family time at dinner and merienda (snack time).

Within two days, the ad has already raked in 2.6M views, as of writing, on YouTube. Filipino viewers loved the film, with one commenting on Jollibee’s channel, “[Nice] commercial. [Showing] the positive side of this pandemic ?? [and] bringing family closer to each other ?”

Another user commented, “Jollibee never fails me with [its] commercial ✨??”

Jollibee has been known for proactively participating in designated calendar celebrations and using its special films to pay tribute on Valentine’s, Mother’s, and Grandparents day.

One of its films released on Valentine’s of this year called #CoupleGoals, garnered 21M views, which depicts the reality among seemingly perfect couples on social media.

Aside from the brand’s Christmas ad, the fast-food chain has also recently delighted its Filipino patrons with another year-end surprise when it brought back its signature one-third pound patty burger Champ, and the jumbo variant of its staple Burger Steak, Ultimate Burger Steak.